| 뷰티컨설턴트와 화장품 구매자의 관계마케팅이 고객신뢰 및 재구매의도에 미치는 영향 |
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박설아, 이인희 |
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| Effects of Relationship Marketing of Beauty Consultants and Cosmetics Purchasers on the Customer Trust and Repurchase Intention |
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Sul-a Park, In-hee Lee |
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| Abstract |
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This study researched the effects of relationship marketing of beauty consultants and cosmetics purchasers on the customer trust and repurchase intention. For this, this study conducted a survey targeting the purchasers in their 20s-50s who had experiences in purchasing cosmetics from beauty consultants, from January 16, 2020 to February 16, 2020. Total 423 questionnaires were used for the final analysis. The results of this study are as follows. First, in the results of analyzing the effects of relationship marketing of beauty consultants and cosmetics purchasers on the customer trust, the professionalism, communication, and customer orientation of relationship marketing of beauty consultants and cosmetics purchasers were important factors. When the professionalism, communication, and customer orientation got higher, the customer trust was increased. The size of influences was shown in the order of customer orientation, communication, and professionalism. Second, in the results of analyzing the effects of relationship marketing of beauty consultants and cosmetics purchasers on the repurchase intention, the professionalism, communication, and customer orientation of relationship marketing of beauty consultants and cosmetics purchasers were important factors. When the professionalism, communication, and customer orientation got higher, the repurchase intention was increased. The size of influences was shown in the order of customer orientation, communication, and professionalism. Such results of this study verified that the subfactors of relationship marketing of beauty consultants and cosmetics purchasers such as professionalism, customer orientation, and communication would be important factors for the improvement of customer trust and repurchase intention of cosmetics purchasers. |
| Key Words:
Beauty Consultant, Cosmetics Purchaser, Customer Trust, Relationship Marketing, Repurchase Intention |
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